Author | Mia
"Shen Jinjin is the eldest lady of the Shen family, and the family has an unwritten legend since ancient times...... The Shen family has to save the secretary and help me log in to my Meituan account, and I want to hold the most cost-effective luxury wedding. ”
In the luxuriously furnished office, Dai Gaozheng, the "richest man in M City", sat on a rotating chair, and after seeing the news of "the Shen family bounty fiancé", he looked playful. At the beginning of this classic drama, short drama lovers instantly "burned".
In fact, this is part of the communication planning for the Meituan Coupon Festival on April 18 this year. The three "top bosses" Su Yuanhe, Dai Gaozheng, and Zhao Yiqin gathered, wearing black suits to star in the short drama "Chasing Wife Reversal", and the bosses were live together for the first time, with the imperial style poster of the god coupon, the offline boss theme store, etc., the "boss cool drama atmosphere" was full.
The bigger cool point is that the activity involves saving money in all areas of eating, drinking and playing, which perfectly explains what it means to "save is cool".
From 2021 to 2024, the Meituan Coupon Festival will continue to evolve and upgrade, making it fun and delicious, becoming the "unique" in the industry and a must for many foodies.
Saving money is a "cool drama": when the Meituan Coupon Festival incarnates as a "boss"
This cool drama-style activity of "exceeding the total concentration" focuses on allowing users to watch and eat and buy cool, and fully provide emotional value for the audience.
In order to step on the user's "key node of emotional outburst", the cool drama of Mr. Ba has begun to warm up a few days in advance: from the 15th to the 17th, the platform launched "Mr. Su's 18th Lover", "Xiaomei, Mr. Zhao Invites You Home", "Mr. Dai's Love Chasing Plan" Three episodes of interesting pilot films, unlocked every day, will be full of event suspense, heat and expectations in the morning, until the full version of the feature film is unlocked on the 18th, while continuing to attract users to enter the station to chase the drama, the user emotional experience will be pushed to a climax layer by layer, which is "cool" enough from form to content.
In terms of other actions, the platform deliberately created a full-tone official announcement poster of the Divine Coupon Empire, and the "Deeply in Love with Your Coffee Taste" and other Bazong Shuangwen style brands released at the same time combined with AI posters, bringing an exclusive experience of the stars holding the moon like an otome game, which is full of coolness. Under the official blog, thousands of user comments expressed their anticipation, and the enthusiastic response verified that the effect of small and large is considerable.
On the 18th, it was not only the first live broadcast of the two "bosses" Dai Gaozheng and Zhao Yiqin, but also incorporated many exclusive features of the boss in the design of the content link. The popularity of the whole event soared, poking at the user's cool point and strengthening the mentality of "boss cool drama".
Cool is not only reflected in the content link, but also reflected in the welfare link, the benefits given out on the day include grabbing 18 yuan coupons at the venue, big names on the hour to treat guests (big names are free of charge), Ba Zong signed small card, Thailand 6-day tour, Hong Kong and Macao double 5-day tour, Shanghai Disney tickets, Universal tickets and other awards on time draw free orders, etc., in the way of the boss cool drama to open the welfare, easy to use, just as the "boss" star promoter repeatedly mentioned the characteristics of the coupon: "expired refund, free refund, return at any time, no handling fee!"
The combination of "province" and "cool", the content is cool, and at the same time, it also realizes the saving of coupons and the fun of interactive play, which confirms the characteristics of the Meituan Coupon Festival that has always been full of "hegemony" and pampering users. When "cool stills come into reality" on multiple levels, it becomes an immersive and three-dimensional short drama experience that corroborates each other online and offline.
"Ba Zong Shuang Drama" four or two thousand pounds: how to leverage the "light" gameplay to leverage large traffic?
From "Donglan Snow" to "I Was a Stepmother in the 80s", in recent years, one after another phenomenal short dramas have appeared, which have been favored by the audience by virtue of their fast pace, strong reversal, strong emotions, etc., and have become the most popular content outlets, and even drove "Hengdian" to become "Vertical Store", accelerating the rhythm of star-making, and also bringing new enlightenment to the industry.
Therefore, many brands have also bet on short drama marketing, but they are still in the initial stage of testing the waters, and the results are not satisfactory.
When we look back on this Meituan Coupon Festival, it is not difficult to find that the Meituan Coupon Festival chose to indirectly take advantage of the popularity of short dramas and the popularity of top actors to plan personalized and recognizable marketing activities.
Based on the in-depth insight into the advantages of short drama content, the platform has grasped the essence of short drama - "strong rhythm reversal", and gathered the three top bosses in the short drama industry at one time, Su Yuanhe, Zhao Yiqin, and Dai Gaozheng, deeply integrated the form and core of the short drama to create a trailer pilot film, and personified the "Meituan Divine Coupon Festival" as the wife of the boss, fiancée, housekeeper, From the content of the plot to the form, the audience's curiosity was fully captured, and the suspense and excitement were superimposed layer by layer, and continued to rise, triggering spontaneous secondary communication and discussion among users, and the topic continued to ferment until the full version of the short drama was released on the 18th, pushing the entire event to the climax, and its popularity continued to attract traffic to the venue.
The entire event planning is multi-level and cross-platform, with a distinctive theme of hegemony, combined with Meituan's monthly promotion "God Coupon Festival", from the outside of the station to the venue in the station, and then to the live broadcast room, breaking the circle level of the metawall, aggregating the incremental market, and attracting the attention of the whole network.
The popular short drama Bazong combined for the first time to live broadcast, forming a super centripetal force, creating event marketing, with a sense of topicality and contrast, appearing on the hot search, attracting fan groups and pan-audiences.
In addition, the platform has also created a series of peripheral and linkage activities, such as launching a fresh Ai poster, uniting 7 brands to create a "Bazong Shuangwen Style" poster warm-up, and cooperating with DQ to create a Bazong theme store on April 15 offline, interacting with fans, attracting users to check in, and promoting each other online and offline, creating a "magic coupon empire" for users, and comprehensively boosting attention and coverage.
The above-mentioned series of "combination punches" finally realized the effect of brand merchants achieving high traffic and high conversion at a small cost, integrating quality and efficiency, and dialing thousands of pounds in four or two.
Review the success factors of this event, including the following points: first of all, the high degree of character fit, Dai Gaozheng portrayed Fang Tianyi and Huo Yanyan in "A Thousand Golden Girls" and "Twilight Heart", Su Yuanhe played Zhou Yueshen in "I Was a Stepmother in the 80s", Zhao Yiqin interpreted Du Xunyu, Mu Fangchen, and Helian Xi in "Provocation", "Beauty is the Stuffing" and "Hard to Find" , the immersive drama chasing experience is full;
The second is user fit, the fan audience of several artists is mainly urban young female white-collar workers, etc., these users are also heavy consumers of live broadcast rooms and urban fashion lifestyles, with high emotional stickiness and purchasing power, which is the market that brand merchants are most eager for;
On this basis, the gameplay innovation is further icing on the cake. The platform excavates the in-depth convergence point between the God Coupon Festival and the marketing of the boss and the short drama, taking advantage of the popular short drama but not directly customizing the short drama, enhancing the exposure and attention of the whole network with a rich sense of play, and retaining users with discounts.
To sum up, short drama marketing needs to maintain sensitivity to the content outlet, and it also needs to innovate the gameplay.
Hand in hand with merchants to spoil users, why is the God Coupon Festival so popular?
Since its birth in 2021, the Festival has continued to evolve. From the monthly carnival of "grabbing 18 yuan on the 18th of every month", it has gradually developed into an S-level comprehensive promotion on the Meituan takeaway platform.
In 2022, the Shen Coupon Festival will take the one-stop shopping with the lowest price of thousands of good things on the 18th as the core selling point, integrate the blessing of Meituan's global resource flow, empower the brand in the form of core internal and external activity resources, and build momentum through joint brand marketing, comprehensively shape the brand value, and help the growth of brand orders and transaction volume.
On April 18, 2023, Meituan Takeaway's "Divine Coupon Festival" opened its first live broadcast, and then the platform continued to make a whole big move: Jia Nailiang, Cai Shaofen, Song Weilong, Jiang Yunsheng, Huang Zitao, Meng Ziyi, etc. were invited to serve as the "Star Promoter of the Divine Coupon Festival", tailor-made planning of live broadcast content, and the entertainment of the live broadcast was upgraded, which greatly enhanced the emotional stickiness of users......
Different from the live broadcast gameplay of other platforms, when the "takeaway + live broadcast" linkage, Meituan gave full play to its performance advantages, increased the write-off rate, and took the lead in satisfying users' desire to "watch and click". Through the form of live broadcast at the site venue + 18 days, we will continue to expand the scale of business empowerment and create industry influence from the three major marketing fields of brand line, product line and god coupon line.
In April this year, the "Meituan Takeaway Coupon Festival" was upgraded to the "Meituan Coupon Festival" for the first time, providing one-stop contracting for users to "eat, drink and play" the whole scene, and a series of upgrades helped merchant traffic and conversion to form a flywheel effect, achieving the purpose of "double increase in quality and efficiency".
In fact, after the Meituan Divine Coupon Festival evolved towards the "S-level comprehensive promotion of all scenarios of lifestyle", it achieved a win-win situation for all parties. In the process of watching exclusive content of entertainment live broadcasts, consumers have upgraded their pleasant emotional experience and obtained real discounts and conveniences. Celebrity artists pet fans to operate, enhance emotional connection with fans, and fully enrich their personal IP characteristics in scenes such as live broadcast of dinner and game interaction, showing a more cordial and down-to-earth side. The platform has deepened the link with users, improving the average daily usage time and emotional stickiness of users.
For wine and tourism, catering, and pharmaceutical businesses, with the help of the platform's S-level promotion potential, the closed loop of grass planting and weeding can be opened up with one click, effectively boosting performance and precipitating brand equity. The above-mentioned merchants have always had the need to participate in e-commerce promotions, but due to the limitation of coverage area and small volume, the platform uses the advantages of online live broadcast to help them break the limitations of geographical time and space, normalize each Luna coupon festival, aggregate traffic to empower brands, and deeply plant the minds of young consumers with global marketing.
According to Meituan's 2023 performance report, Meituan's monthly marketing campaign "Divine Coupon Festival" has become an important occasion for many brands to launch new products, effectively driving growth. In November 2023, Pizza Hut's new customers increased by 75% month-on-month, and the transaction volume of Starbucks' winter signature products exceeded the peak of nearly three months, greatly enhancing the brand's potential.
Re-focusing on the 4.18 God Coupon Festival, it is not difficult to summarize the reasons why users have come to the top: stepping on the content outlet of the cool drama of the boss, the personality output of the two "bosses" in the live broadcast room, the thematic gameplay of the surrounding materials is unforgettable, and the discounts of many explosive products are considerable and practical.
You might as well imagine more "entertainment+" for the future Meituan Coupon Festival: it may seamlessly integrate with hot topics and the food, wine and tourism scenes in the play, create more specific themes, and even evolve into a "new drama publicity and distribution position......
Food is about many unforgettable memories, travel is about anticipation and curiosity about the unknown, and all of this can be summed up in a longing for a better life. What the Meituan Coupon Festival wants to do is to make a better life reach users in a more fun way. Therefore, we are also looking forward to a new round of "user spoiling" brought by the next Meituan Coupon Festival and merchants.